A number of Goldsmiths stores throughout the UK have been given “Goldsmiths Luxury” status.

A new Goldsmiths Luxury logo was first seen by WatchPro at a launch event of Rolex’s 2017 watch collections hosted by Aurum Holdings on Tuesday.

The group’s CEO Brian Duffy confirmed today that the name has been assigned to a number of stores where higher-end brands including Rolex, TAG Heuer, Cartier and Hublot are sold.

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Aurum Holdings now operates 46 UK agencies for Rolex across its retail brands of Mappin & Webb, Watches of Switzerland and Goldsmiths.

Customers will not immediately see a new logo on the front of the Goldsmiths Luxury stores, but the range of brands, the furniture and the atmosphere of the shops will be different.

Staff at the Goldsmiths Luxury stores will also be given specific training to make them more effective at selling luxury goods.

Mr Duffy said that the Aurum Holdings portfolio is constantly evolving to suit the needs of customers throughout the UK.

Earlier this year, around 10 Boutique.Goldsmiths stores were closed or reassigned. The retail brand carries the least expensive watches of all Aurum-owned shops, and customers of these brands are increasingly shopping online, where Watch Shop (another Aurum Holdings business) is the market leader.